Archetypal Branding: How to build a Premium Brand

1. (c) BrandOvation 2012. All 2 Rights Reserved

2. AUTHOR PAGE: Dr Nik Cup™, and he is the co-author of the World Cup Brand Ambassador Program 'Welcome 2010' and chairperson of the inaugural 2010 FAN World Cup™. Dr Nik is the author of “The Seven Secrets of IziCwe: Conquer Life!”, a uniquely South African Life Skills Program, and “a must for anyone who wants to overcome career and personal The author of “BrandOvation™: challenges!” (The Business Day). The How Germany won the World Cup sequel, “The IziCwe Code: Internal of Nation Branding”, and the Branding” was introduced to the sequel “The Hero’s Journey: international media at the Global Building a Nation of World Leadership Summit in Johannesburg, Champions”, Dr Nikolaus Eberl sharing the platform with leadership holds a PhD from the Free gurus Tom Peters, Rudy Giuliani and University of Berlin and a Michael Porter, and has become Postgraduate Diploma from The recommended reading for government Johns Hopkins University, leaders at national, provincial and local Baltimore. Dr Nik headed the Net level. Promoter Scorecard research Follow Dr Nik on Twitter @nikolauseberl project on South Africa’s or email nikolaus@brandovation.com Destination Branding Success 3 Story during the 2010 FIFA World

3. TABLE OF CONTENTS: What is a Brand? ………………….….…….. 5 What are Archetypes? …………………….. 9 The Twelve Brand Archetypes ………….. 11 Discover Your Archetype …………………. 24 Align Your Archetype ……….……………… 26 Market Your Archetype ………………….. 27 Narrate Your Archetype …………………… 28 Archetypal Success / Failure …………….. 31 Reclaiming Your Archetype ……………….. 33 Archetypal Branding Academy …………… 34 (c) BrandOvation 2012. All Rights Reserved

5. ‘Brand’ Defined “As products and services are Through promises we manage and converging, clients are now looking control the uncertainty, whilst trust is the for a sense of meaning and identity attitude required by authentic promise- – a brand image in every making. This is why leading brands often experience they encounter with command a market share of 50% or your company” (Institute for Brand higher, as well as price premiums of up Leadership). So, what exactly is a to 40% more than generic brands. brand? In order to arrive at the In other words, a brand is “the most very core of what constitutes a valuable real estate in the world, a brand, it is important to dispel corner of the consumer’s mind” some myths about what a brand is (Institute for Brand leadership). It is not. therefore the Brand Promise that creates A brand is not your logo, your the Brand Expectation and is the Product or even your Corporate foundation of building the Brand Image. Identity. Rather, a brand is an expectation of an emotional experience, created by a certain brand promise. In the car industry, well-known brand promises are shown above. Hannah Arendt, a well known 20th century philosopher, calls promises “islands of certainty in the sea of uncertainty that the future is”. 6 (c) BrandOvation 2012. All Rights Reserved

6. CHAPTER 2: Why Archetypal Branding? Recent studies have shown that the A Booz Allen Hamilton research report most potent component of premium recently showed that „brand-guided brands is a clear identity that is companies have profitability margins grounded in the ultimate personality nearly twice the industry standard. types deciphered by the Swiss Brand-guided banks, for example, have psychiatrist Carl Jung, the so-called an ROE of 19% compared to 8% for non Archetypes. brand-guided banks.“ Tracking over 13,000 brands over a period of five years and interviewing more than 120,000 consumers across 100 product categories, archetypal researcher Carol Paerson found that archetypal brands outpaced non- archetypal ones by a factor of 97% in Market Value Added (a measure of how much value a company has added to, or subtracted from, its shareholder investment). 7 (c) BrandOvation 2012. All Rights Reserved

8. CHAPTER 3: What are Archetypes? ‘‘All that happens is symbol, and as it represents itself perfectly, it points to all the rest.’’ Johann Wolfgang von Goethe, 1818 9 (c) BrandOvation 2012. All Rights Reserved

9. Archetypes Defined “Forms or images of a collective “Jung to some extent took the opposite nature which occur practically all approach to that of the behaviorists, that over the earth as constituents of is, he did not observe people from the myths and at the same time as outside, did not ask how we behave, how individual products of unconscious we greet one another, how we mate, origin.” how we take care of our young. Instead, — C. G. Jung, Psychology and he studied what we feel and what we Religion fantasize while we are doing those “The concept of archetypes was things. For Jung, archetypes are not only borrowed by Jung from classic elementary ideas, but just as much sources, including Cicero, Pliny, and elementary feelings, elementary Augustine. Adolf Bastian called fantasies, elementary visions. them “Elementary Ideas.” In — Marie-Louise Von Franz, Psyche and Sanskrit, they were called Matter “subjectively known forms”; and in Australia, they were known as the “Eternal Ones of the Dream.” — Joseph Campbell, The Hero with a Thousand Faces (shown here >>>) (c) BrandOvation 2012. All 10 Rights Reserved

10. CHAPTER 4: The Twelve Brand Archetypes We intuitively ‘get’ Archetypes. They are shortcust to meaning. They transcend time and place – and are the key to blockbuster movies like Star Wars, The Matrix and Harry Potter. 11 // Page 4 (c) BrandOvation 2012. All Rights Reserved

11. The Innocent People: Ghandi, Dalai Lama, Oprah Brands: Disney, Coca-Cola, McDonald’s, Ivory soap The Innocent may be right for your Brand Identity if your brand... - offers a simple solution to an identifiable problem - Is associated with goodness, morality, simplicity, nostalgia or childhood Motto: Free to be you and me - Is low or moderately priced - Is produced by a company with Core Desire: to get to Paradise straightforward values Goal: to be happy - needs to be differentiated from brands Greatest Fear: to be punished for with poor reputations doing something bad or wrong Strategy: to do things right Weakness: boring for all their naive innocence Talent: Faith and Optimism Also known as: Utopian, tradi- tionalist, naive, mystic, saint, romantic, dreamer. (c) BrandOvation 2012. All 12 Rights Reserved

12. The Regular Guy Talent: realism, empathy, lack of pretense Also known as: good old boy, everyman, the person next door People: Homer Simpson, Tom Hanks, Princess Diana Brands: VISA, Mr Price, IKEA The Regular Person provides a good identity for brands: - that give people a sense of belonging - with an everyday functionality Motto: All men and women are - with low to moderate prices created equal - produced by a solid company with a Core Desire: connecting with down-home organisational culture others - that need to be differentiated positively Goal: to belong from more elitist / higher-priced brands Greatest fear: to be left out or to stand out from the crowd Strategy: develop ordinary solid virtues, be down to earth Weakness: losing one's own self in an effort to blend in or for the sake of superficial relationships (c) BrandOvation 2012. All 13 Rights Reserved

13. The Explorer Talent: autonomy, ambition, being true to one's soul Also known as: seeker, iconoclast, wanderer, individualist, pilgrim. People: Christopher Columbus, Jacques Cousteau, Richard Branson Brands: Land Rover, Jeep, Virgin, Marlboro, Camel The explorer is a good identity for brands that: Motto: Don't fence me in - helps people feel free, nonconformist or Core Desire: self discovery through pioneering exploring the world - is rugged and sturdy or for use in the great Goal: to experience a better, more outdoors or in dangerous settings authentic, more fulfilling life - can be purchased from a catalogue or on Greatest fear: getting trapped, the Internet conformity, and inner emptiness - helps people express their individuality Strategy: journey, seeking out and - purchased for consumption on the go experiencing new things, escape from boredom Weakness: aimless wandering, becoming a misfit (c) BrandOvation 2012. All Rights Reserved 14

14. The Hero Also known as: The warrior, crusader, rescuer, superhero, the soldier, dragon slayer, the winner and the team player People: Donald Trump, Arnold Schwarzenegger Brands: Nike, Tag Heuer, Red Bull The Hero could be good for brands that: - are inventions or innovations that will have a major impact on the world - solve a major social problem or encourage Motto: Where there's a will, others to do so there's a way Core Desire: to prove one's worth - have a clear opponent you want to beat through courageous acts - that are underdogs or challenger brands Goal: expert mastery in a way that - are strong and help people do tough jobs improves the world exceptionally well Greatest fear: weakness, vulnerability, being a "chicken" Strategy: to be as strong and competent as possible Weakness: arrogance, always needing another battle to fight Talent: competence and courage (c) BrandOvation 2012. All Rights Reserved 15

15. The Outlaw Also known as: The rebel, revolutionary, wild man, the misfit, or iconoclast People: James Dean, Sid Vicious, George Washington Brands: Harley Davidson, Virgin, MTV, Rimmel, Steve Madden, Urban The Outlaw may strengthen your brand's identity if it: - has customers or employees who feeldisenfranchised from society - helps retain values that are threatened Motto: Rules are made to be by emerging ones, or paves the way for broken revolutionary new attitudes Core Desire: revenge or revolution - is low to moderately priced Goal: to overturn what isn't - breaks with industry conventions working Greatest fear: to be powerless or ineffectual Strategy: disrupt, destroy, or shock Weakness: crossing over to the dark side, crime Talent: outrageousness, radical freedom (c) BrandOvation 2012. All Rights Reserved 16

16. The Creator People: Mark Shuttleworth, Salvador Dali, William Shakespeare Brands: Lego, Sony, Swatch, 3M, HP, Adobe The Creator may be right for your brand identity if: - it promotes self-expression, gives customers choices , foster innovation, artistic in design - it is in a creative field like marketing, Motto: If you can imagine it, it can be public relations, the arts, or done technological innovation Core Desire: to create things of - you want to differentiate it from a "do- enduring value it-all" brand with little room for the Goal: to realise a vision imagination Greatest fear: mediocre vision or - your product has a do-it-yourself aspect execution that saves money Strategy: develop artistic control & - your organisation has a creative culture skill Weakness: perfectionism Talent: creativity and imagination Also known as: The artist, inventor, innovator, musician, writer or dreamer (c) BrandOvation 2012. All Rights Reserved 17

17. The Ruler Also known as: The boss, leader, aristocrat, king, queen, politician, role model, manager or administrator People: Thabo Mbeki, Steve Jobs, Moses Brands: Microsoft, Rolex, Gillette, Jack Daniel’s The Ruler may be right for your brand identity if: - it is a high-status product used by powerful people to enhance their power - it makes people more organised Motto: Power isn't everything, it's - it offers a lifetime guarantee the only thing. - it empowers people to maintain or Core Desire: control enhances their grip on power Goal: create a prosperous, - it has a regulatory or protective successful family or community function Greatest fear: chaos, being overthrown Strategy: exercise power Weakness: being authoritarian, unable to delegate Talent: responsibility, leadership (c) BrandOvation 2012. All Rights Reserved 18

18. The Magician Also known as: The visionary, catalyst, inventor, charismatic leader, shaman, healer, medicine man People: Tim Burton, Steven Spielberg, Harry Potter, Albert Einstein Brands: Axe, Smirnoff Vodka, Intel The Magician could be the right identity for your brand if: - the product or service is transformative - its implicit promise is to transform customers Motto: I make things happen. - it has a new-age quality Core Desire: understanding the - it is consciousness-expanding fundamental laws of the universe - it is user-friendly Goal: to make dreams come true Greatest fear: unintended negative consequences Strategy: develop a vision and live by it Weakness: becoming manipulative Talent: finding win-win solutions (c) BrandOvation 2012. All Rights Reserved 19

19. The Lover Talent: passion, gratitude, appreciation, and commitment Also known as: Friend, enthusiast, sensualist, spouse, team-builder People: Madonna, Jane Austen, Dracula, Liz Taylor Brands: Revlon, Chanel, Hallmark, Alfa Romeo, Interflora, Haagen Dazs The Lover may be a good identity for your brand if: Motto: You're the only one - it helps people belong, find friends or Core Desire: intimacy and partners experience - it's function is to help people have a Goal: being in a relationship with good time the people, work and surroundings - it is low to moderately priced they love - it is produced by a freewheeling, fun- Greatest fear: being alone, a loving organisational structure wallflower, unwanted, unloved - it needs to differentiate itself from self- Strategy: to become more important, overconfident brands physically and emotionally attractive Weakness: Desire to please others at risk of losing own identity (c) BrandOvation 2012. All Rights Reserved 20

20. The Caregiver Brands: Volvo, Amnesty international, Red Cross, Peace Core The Care giver may be right for your Brand Identity if - it gives customers a competitive advantage - it supports families (products from fast- food to minivans) or is associated with nurturing - it serves the public sector, e.g. Motto: Love your neighbour as healthcare, education, aid and other care yourself giving fields Core Desire: to protect and care for - helps people stay connected with and others care about others Goal: to help others - helps people care for themselves Greatest fear: selfishness and - is a non-profit or charitable cause ingratitude Strategy: doing things for others Weakness: martyrdom and being exploited Talent: compassion, generosity Also known as: The saint, altruist, parent, helper, supporter People: Mother Theresa, Pat (c) BrandOvation 2012. All Rights Reserved 21 Tillman

21. The Sage thinker, philosopher, academic, researcher, thinker, planner. People: Plato, Deepak Chopra, Paulo Coelho Brands: Harvard, CNN, New York Times The Sage would be a good identity for brands: - that provide expertise to customers - that encourage customers to think Motto: The truth will set you free - that are based on new scientific Core Desire: To find the truth. findings or esoteric knowledge - that are supported by research-based Goal: to use intelligence and facts analysis to understand the world. - want to differentiate themselves from Biggest Fear: being duped, others whose quality or performance is misled—or ignorance. suspect Strategy: seeking out information and knowledge; self-reflection and understanding thought processes. Weakness: can study details forever and never act. Talent: wisdom, intelligence. The Sage is also known as: The expert, scholar, detective, advisor, (c) BrandOvation 2012. All Rights Reserved 22

22. The Jester Also known as: The fool, trickster, joker, practical joker or comedian People: Robin Williams, Bob Hope, Bishop Tutu Brands: Brands: Budweiser, Fanta, Nando’s The Jester may be a good identity for brands: - that give people a sense of belonging Motto: You only live once - that help people have a good time Core Desire: to live in the moment - that are low or moderately priced with full enjoyment - that are produced by a fun-loving Goal: to have a great time and company lighten up the world - that need to be differentiated from Greatest Fear: being bored or self-important, overconfident boring others established brands Strategy: play, make jokes, be funny Weakness: frivolity, wasting time Talent: Joy (c) BrandOvation 2012. All Rights Reserved 23

23. CHAPTER 5: Decipher Your Personal Archetype Go to the Personal Archetype Assessment at www.archetypal-branding-academy.com Please answer these ten questions as honestly as possible and trust your instinct rather than what you think you might want to be. Your personal archetype is the story you are living out and reflects your authentic true self. 24 (c) BrandOvation 2012. All Rights Reserved

24. CHAPTER 5: Decipher Your Organizational Archetype The Organizational Archetype Assessment is part of the online Arcchetypal Branding Course. Please sign up at www.archetypal-branding-academy.com Often, the brand remains a perfect reflection of the forgotten philosophy of the brand’s founder. Consumer perceptions of brands change quite slowly, so it is always enlightening to go back to the earliest TV campaigns to see what the original “imprint” of the brand was. 25 (c) BrandOvation 2012. All Rights Reserved

25. CHAPTER 6: Align Your Archetype Aligning the HERO Organisation • Culture: Have a Clear Opponent • Promise: Major Breakthrough Innovation • Strength: Courage Weakness: Arrogance • Values: Achieving Goals Taboo: Weakness • Leadership Style: Coach Shadow: Ruthlessness 26 (c) BrandOvation 2012. All Rights Reserved

26. Align Your Archetype The HERO Organisation Converting Employees to Brand Ambassadors • Culture: Have a Clear Opponent • Promise: Major Breakthrough Innovation • Strength: Courage Weakness: Arrogance • Values: Achieving Goals Taboo: Weakness • Leadership Style: Coach Shadow: Ruthlessness 27 (c) BrandOvation 2012. All Rights Reserved

27. CHAPTER 7: Market Your Archetype Marketing to the HERO Consumer • Promise: Major Break-through Innovation • Function: Perform at Your Upper Limit • Pricing: Medium to High • Culture: Have a Clear Opponent • Brand Ideal: Make a Difference • Brand Nemesis: Obsessive Need to Win 28 (c) BrandOvation 2012. All Rights Reserved

28. CHAPTER 8: Narrate Your Archetype “Telling a brand story that resonates with customers is the quickest - and perhaps, the only - way to develop true brand loyalty and long-term customer relationships. The brand’s primary goal is to form a strong relationship with the prospect.” - Jim Signorelli, StoryBranding 29 (c) BrandOvation 2012. All Rights Reserved

29. Narrate Your Archetype 8.1 The Best Stories “The best stories don’t teach people anything new. Instead, the best stories agree with what the audience already believes and makes the members of the audience feel smart and secure and reminded that they were right in the first place.” Seth Godin, All Marketers Are Liars: The Power of Telling Authentic Stories in a Low-Trust World 30 (c) BrandOvation 2012. All Rights Reserved

30. Narrate Your Archetype 8.2 Consumers buy Your Story For many years, I was in charge of marketing for Johnson & Johnson’s line of baby products. One of our products was Johnson’s Baby Powder, which was always, for me, a great example of the emotional power of branding. When we conducted focus groups, consumers talked about the brand as if it were a close friend who gave them caring and love. Yet, we all knew that inside the bottle was simply talc (a rock ground up into a fine powder) and fragrance (a very special fragrance). What I learned from Johnson’s Baby Powder was that consumers don’t just buy products — they buy the story about the products, and all the emotion that comes along with these stories. Fritz Gruthner, former CMO Johnson & Johnson 31 (c) BrandOvation 2012. All Rights Reserved

31. CHAPTER 9: Archetypal Success: Coca Cola Coke has done a masterful job of staying unwaveringly true to the archetypal story of the “innocent” (a story of optimism, hope and a desire to be virtuous). On a functional level, Coke stands for refreshment. But on a deeper emotional level, Coke’s alignment with the innocent story helps its fans believe there is an innocence and virtue about the brand. In each Coke ad, from the hilltop singing of “I’d like to teach the world to sing,” to Mean Joe Greene sharing a jersey, a Coke and a smile, to the polar bears, to the latest campaign of “Open happiness,” Coke has consistently told the innocent story. 32 (c) BrandOvation 2012. All Rights Reserved

32. CHAPTER 9: Archetypal Failure: Pepsi Cola Pepsi, on the other hand, has strayed in the past two years from its archetypal “jester” story (a story of spontaneity, fun and living in the moment). For years, Pepsi ads always had a humorous twist (e.g., Ozzy Osborn becomes Donny Osmond) or singing and dancing (from Michael Jackson to Britney Spears). This brand strategy helped them maintain the number two spot in the category for two decades. Recently, Pepsi has departed from this path and tried to be more like Coke, with its “Refresh everything” project, focused on a grassroots philanthropy that has led to significant market-share losses. In March 2011, Ad Age declared, “Pepsi has lost the cola war,” after it fell to third place in market share behind Diet Coke’s share 33 (c) BrandOvation 2012. All Rights Reserved

33. CHAPTER 10: Reclaiming the Archetype For two decades, Target has been nipping away at Walmart’s share of the market. Target has consistently marketed its brand as a stylish, innovative and cool place to find common household staples — repeatedly telling the archetypal story of the “creator.” When Walmart opened its first store in Bentonville, Arkansas, it adhered to an archetypal story embodied by its founder Sam Walton — the “regular guy” — a story about accessibility and unpretentiousness. It espoused a belief that nobody is better than anybody else. 34 (c) BrandOvation 2012. All Rights Reserved

34. CHAPTER 10: Reclaiming the Archetype As Walmart grew, the management team forgot its core story. Walmart became the largest company in the world, and a large group of disgruntled consumers decided that the company was not a regular guy, but rather was acting out the dark side of the “ruler” story by bullying communities and vendors and running small retailers out of town. Fortunately for Walmart, its marketers discovered this error just before the economic downturn of 2009, and they successfully relaunched the brand with a new visual identity and a “regular guy” tagline of “Save money. Live better,” resulting in a very strong sales rebound. 35 (c) BrandOvation 2012. All Rights Reserved

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